Rachel Bilson stars in OC-inspired 21 Seeds campaign

Diageo-owned 21 Seeds Tequila has teamed up with actor Rachel Bilson on a new campaign that sees her reprise her role on The OC.

Bilson, who starred on The OC as Summer Roberts, is marking the teen drama’s 21st anniversary with a series of videos that see her crafting cocktails as her character on the show.

The flavoured Tequila brand also teamed up with production company Fake Empire, run by The OC’s executive producers Josh Schwartz and Stephanie Savage, on the new campaign.

“When 21 Seeds called to ask me to step back into my role as Summer, it was an easy yes, especially when I heard Josh Schwartz and Stephanie Savage were involved. I always say I would do anything with them at the drop of a dime,” said Bilson.

“Bringing back Summer has been fun, and I really joined the campaign because I was already a fan of 21 Seeds.”

According to a Kantar study cited by 21 Seeds, 81% of consumers like when brands bring back sentimental products and trends.

As such, the brand sought to tap into early 2000s nostalgia with The OC-inspired campaign, called Serving Summer.

The campaign will serve as the brand’s flagship seasonal campaign to highlight the versatility of 21 Seeds for a variety of summer occasions.

It includes three 15-second spots that reference callbacks from the show.

Schwartz added: “We’re constantly asked about a reunion or where our characters would be now, and this felt like a fun way to hang out with Summer Roberts again. There are Easter eggs hidden throughout, as well as shoutouts to some memorable moments from the show.”

The campaign will launch on 1 July via Hulu, Max, Peacock and other digital platforms, and on the @21seeds Instagram page.

In April 2022, Diageo acquired female-founded, flavoured Tequila brand 21 Seeds for an undisclosed sum.

Related news

Johnnie Walker debuts 52YO blend

Johnnie Walker debuts Lunar New Year design

Diageo halts Crown Royal distillery build